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Mill Street Brewery conducts Refreshingly Honest campaign

Mill Street Brewery of Toronto has begun a new brand campaign called "Refreshingly Honest." Developed by Grey Canada, the national campaign consists of a series of 30-second radio commercials featuring brewmaster Joel Manning. The creative mocks the tactics breweries use to attract consumers, such as focus group testing, in-pack promotions and elaborate advertising campaigns. The ads contrast these efforts with Mill Street's focus on the quality of its beer. The initiative also includes print ads and billboards that make a point of being plain.

The campaign supports various Mill Street brands, including its Original Organic Lager, 100th Meridian Organic Amber Lager and West Coast IPA. It will run until September. Media buying was handled by Twenty6Two. Mill Street Brewing is a subsidiary of Labatt.